• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    ADF&PCD Wraps Up in New York

    Turnkey, ‘Clean Beauty’ and Color Trends Spark Talk at MakeUp in NewYork

    Cosmoprof NA Points to ‘Re-Focused’ Directions in Packaging

    Low MOQs? No Problem

    Sizing Up the Skincare Market
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Top News
    WWP Wins Three NJPEC Awards

    Cat-Themed Beauty Collection to Launch in Japan

    Pantone Names Classic Blue the 2020 Color of the Year

    Burst Launches Black Expanding Dental Floss

    Glossier Enters Nordstrom for the Holidays
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    HCP Packaging USA, Inc.

    29 Winners at the NJPEC Package of the Year Awards 2019

    NJPEC Gala To Honor Package of the Year Award Winners

    All the Winners in the 2019 NJPEC Package of the Year Awards

    Younique's Next-Gen Fiber Mascara Ships Over 1 MIllion Units
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    WWP Wins Three NJPEC Awards

    Cat-Themed Beauty Collection to Launch in Japan

    Jumpstarting the Innovation Process

    Lancôme Inaugurates First Flagship in Paris

    Beautycounter Founder & CEO Testifies in House Cosmetic Reform Hearing
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Younique's Next-Gen Fiber Mascara Ships Over 1 MIllion Units

    Schwarzkopf Partners with TerraCycle

    Tom's of Maine Introduces Recyclable Toothpaste Tube

    IPSY Is Launching Its First Brand, Developed In-House

    AR Metallizing Acquires Eurofoil Paper Coating GmbH
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    What Gen Z and Millennial Women Look for in Beauty

    Instagram-Ready Innovative Packages

    Jumpstarting the Innovation Process

    29 Winners at the NJPEC Package of the Year Awards 2019

    NJPEC Gala To Honor Package of the Year Award Winners
    Top 20 Companies
    Mary Kay

    AmorePacific

    LVMH

    Henkel

    Revlon
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Alpha Packaging

    Berry Global

    Cosmopak USA LLC

    Big Sky Packaging

    Tapematic USA, Inc.
    Industry Events
    Live From Show
    Exhibitor Showcase
    Webinars

    Cosmoprof Asia 2019 Hosts Nearly 3,000 Exhibitors

    ADF&PCD Paris Adds New Features

    Sally Beauty Is Recognized by the Women's Forum of New York

    29 Winners at the NJPEC Package of the Year Awards 2019

    NJPEC Gala To Honor Package of the Year Award Winners
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Online Exclusives

    How to Create Deeper Connections by Going ‘Direct to User’

    Nine opportunity areas to consider

    How to Create Deeper Connections by Going ‘Direct to User’
    Direct-to-consumer brand Lola, makers of organic feminine care products / Image Credit: Lola
    How to Create Deeper Connections by Going ‘Direct to User’
    Wundermans recent 'Wantedness' research / Image Credit: Wunderman
    How to Create Deeper Connections by Going ‘Direct to User’
    Direct-to-consumer brand Quip, toothpaste and toothbrush / Image Credit: Quip
    How to Create Deeper Connections by Going ‘Direct to User’
    Direct-to-consumer brand Quip, toothpaste and toothbrush / Image Credit: Quip
    How to Create Deeper Connections by Going ‘Direct to User’
    The author, Kirsty Cole
    Related CONTENT
    • Manscaped Creates A Grooming Box for CrateJoy
    • CEW Reveals 2018 Achiever Award Honorees
    • Real Techniques Launches 'Set Your Makeup Free' Campaign
    • How Green Is Your Packaging?
    • Dollar Shave Club Hires Execs from Target, Nordstrom & More
    Kirsty Cole, Head of Growth, Anthem Benelux09.25.18

    Digital network service brands such as Airbnb and Uber have not only shaken up traditional industries but have had a huge impact on consumer behavior, what people are open to, and what they expect when it comes to brand engagement — an impact with ripples felt far beyond the travel and leisure markets.

    In recent years, we’ve seen a myriad of direct-to-consumer offers disrupting traditional brand and business models. Dollar Shave Club is perhaps the most salient example. According to Fortune, within just five years of Dollar Shave Club’s launch, P&G’s North American market share in razors fell from 71% to 59% — setting the ball in motion for Unilever’s acquisition of the direct-to-consumer brand for a cool $1 billion.

    However, many of these direct-to-consumer offers are missing a trick by behaving primarily as e-commerce or subscription services and not maximizing the opportunities afforded by their direct customer relationship — so much so that we question whether they are in fact sustainable and fit for long term growth.

    Reframing Our Approach

    We need to stop thinking of “consumers” and start thinking of “users.” Beginning from a “direct to user” (DTU) rather than a “direct to consumer” perspective significantly broadens a brand’s horizons when it comes to engagement.

    A DTU approach allows us to design not for what users think of a brand at each touchpoint, but what they experience at each touchpoint. We can also design for different user groups simultaneously, extending engagement opportunities across B2C and B2B for example.

    DTU is also an opportunity to avoid the retail costs and fierce battle in competition with large established brands that have billions of dollars in marketing budget behind them. For categories where brand loyalty is strong and long-standing, this is a challenge but also an opportunity.

    The User Journey Isn’t Fixed

    Within the FMCG sector, it’s no longer about fighting for stand-out on shelf, but thinking creatively about delivering moments of delight and surprise at each touchpoint in the user journey, aiming to constantly exceed user expectations.

    Take feminine care for example. Great steps have been taken to remove the taboos surrounding menstruation by the media and in the communications of both large and small brand owners, yet the actual brand offers are still hugely lacking when it comes to fulfilling user needs.

    Many challenger subscription service brands, such as Lola (see photos above in sliders 1-2) have significantly improved the user experience from a convenience, peace of mind, privacy and design perspective. However, there are still so many more moments to connect with users along the journey that aren’t being properly explored.  

    At 11 years old, a feminine care user requires a range of products but also certain levels of educational support and reassurance. Product and support needs change from month to month and from year to year as the user grows up.

    It’s only fitting therefore that a brand’s offer should be able to grow with the user. When the user journey is complex and bespoke, direct-to-user models can really make an impact.

    A Value-Driven Exchange

    The relationship we’re seeking to foster is a direct connection with users — allowing brands to take control of the path to purchase, to build personalized, interactive and responsive relationships with their users.

    At the same time, we’re seeking to be more effective with our marketing efforts. Wundermans recent “Wantedness” research (see the photo in the 3rd slider above) is an invaluable read. In relation to DTU, it shows us that we can also use data exchanges to invest in relationships with the right types of users — users who share your brand’s values: 

    Trust is of course a key issue when it comes to data exchange, especially given the arrival of General Data Protection Regulation (GDPR).

    A comprehensive consumer survey by IBM and Econsultancy Study found that “72 percent said they would share their geographic data with a brand they trust” and “61 percent would be willing to share their personally identifiable information with a brand they trust.”

    Looking beyond trust, which should be a foundation for all brands, imagine the implications for these statistics if users could receive a direct or even personalized benefit from an exchange of data.

    When designing an effective DTU model, we need to operate by creating a series of value exchanges between the brand and the user; and, importantly, the model must be flexible to evolve over time in line with changing user needs. 

    Closing the Gaps, Growing the Opportunities

    Done well, a DTU model is also an opportunity to have a closed-loop user relationship — an uninterrupted exchange to retain and protect user engagement for long-term growth.

    Quip (see photos above in sliders 4-5) is a DTU oral care brand delivering toothbrushes and toothpaste through a direct subscription service. The brand focuses on simplicity both in terms of its design but also in its communication style: honest and authentic. These values are of particular importance to the millennial user — a user group also known for its high levels of early adoption, the perfect audience for exploring DTU.

    We all know we’re meant to change our toothbrush head every three months, but which of us ever remembers how long we’ve been using our current brush head for?

    The extra special thing about Quip is the additional value it provides its users through creating best-practice hygiene habits, automatically delivering new electric toothbrush heads every three months, exactly when you need them. This unique benefit is built right into the heart of the business and brand model and makes the user experience all the more invaluable as a result.

    Quip aren’t stopping there and have recently secured a whopping “$10 million funding round from Silicon Valley Bank and its acquisition of dental insurance start-up Afora.”

    A smart move as it will allow the brand to further extend its relationships with its users, to add even more value before and after checkups with dentists for example — perhaps even securing the data from oral hygienists to provide individually personalized products and services. We can expect to see a series of smart and valuable innovations across oral care services, platforms and products in the coming years. The Quip brand is certainly one to watch. 

    9 Opportunity Areas to Consider

    When it comes to DTU and creating deeper connections with your users, the sky really is the limit!

    Here are nine opportunity areas to consider when thinking of introducing your brand to an effective direct-to-user model:
    1. Redesign the brand experience. Design for use, in the home or on the go, not just on the shelf. 


    2. Connect your packaging. Create new moments of digital engagement post-purchase, extending the brand/user relationship.

    3. Encourage trade-up. Entice users with more premium offers through your direct connections.


    4. Create cross-selling opportunities. Integrate your portfolio within the DTU model to maximize impact across categories. 


    5. Personalize your offers. Encourage brand identification at the individual consumer level through both your communications and your products.


    6. Innovate in an agile way. Continuously surprise and delight users with new offers — an efficient and low-risk way to explore new product development (NPD). 


    7. Stand for more than just your product. Explore sustainable packaging and opportunities to strengthen brand equity through social responsibility.


    8. Connect your business. Bring together key stakeholders across disciplines to share resources and maximize success, including incorporation of existing retail models. 


    9. Make informed decisions. Use the data secured through continuous exchange with your users to evolve your business, brand, product and service offers.

    Above all, when looking to introduce your brand to an effective direct-to-user model, ensure that your brand’s purpose is fit for the job; and, most importantly, behave small but think big! 
    ABOUT THE AUTHOR

    Kirsty Cole is Head of Growth at Anthem Benelux. Kirsty’s diverse background in account management, business operations, marketing and development, gives her a broad perspective when it comes to solving complex brand and business challenges. Having worked across a variety of accounts within FMCG, both within branding and advertising, Kirsty is dedicated to finding the best solutions and maximising brand and design opportunities across all touchpoints. In her role at Anthem Worldwide, Kirsty heads up the strategic growth of both the business and our key client brands across the Benelux and Continental European regions. Email Kirsty Cole.
    Related Searches
    • benefit
    • retail
    • npd
    • research
    Suggested For You
    Corpack GmbH Corpack GmbH
    CEW Announces 2018 Achiever Award Honorees CEW Announces 2018 Achiever Award Honorees
    NJPEC NJPEC's Package of the Year Award Opens Call for Applications
    Tarte Promotes National Kiss and Makeup Day Tarte Promotes National Kiss and Makeup Day
    ADF&PCD Unveils Shortlist For Innovation Awards ADF&PCD Unveils Shortlist For Innovation Awards
    Procter & Gamble Procter & Gamble's Sales Fall
     The Impacts of Three Beauty Market Trends The Impacts of Three Beauty Market Trends
    Caps That Make the Cut Caps That Make the Cut
    Secondary Packaging That Strikes a Balance Secondary Packaging That Strikes a Balance
    Dollar Shave Club Kicks Off New Campaign Dollar Shave Club Kicks Off New Campaign
    Nurture Hospitality Launches Amenities Line Made From Beach-Collected Plastic Nurture Hospitality Launches Amenities Line Made From Beach-Collected Plastic
    Sustainability and Beauty: Brands Can Sustainability and Beauty: Brands Can 'Do Well By Doing Good'
    Unilever To Acquire Equilibra Unilever To Acquire Equilibra
    Unilever Partners with Rexona & Simon Fuller On Unilever Partners with Rexona & Simon Fuller On 'Unstereotype' Initiative
    Coty Coty

    Related Online Exclusives

    • Package Development
      Instagram-Ready Innovative Packages

      Instagram-Ready Innovative Packages

      How influential is Instagram in developing—and understanding—innovative packaging?
      Jamie Matusow, Editor-in-Chief 12.05.19

    • Cosmetics | Decorative Effects | Design Capabilities | Package Development | Printing/Decorating
      Jumpstarting the Innovation Process

      Jumpstarting the Innovation Process

      Looking at other industries can be a great inspiration.
      Jamie Matusow, Editor-in-Chief 12.05.19

    • Skin Care/Sun Care
      Conscious Consumerism: Combining Psychodermatology with Skincare & More

      Conscious Consumerism: Combining Psychodermatology with Skincare & More

      Conscious consumerism includes ethics, sustainability, health, and wellness -- offering brands new ways to engage consumers.
      Kirsty Cole, head of Growth, Anthem Amsterdam & Brussels 12.02.19


    • CEW Indie65 Celebrates Independent Beauty Businesses

      CEW Indie65 Celebrates Independent Beauty Businesses

      The event recognized an array of Indie brands ranging in size from $1 Million to $1 Billion.
      Nancy Jeffries, Correspondent 11.27.19

    • Applicators | Cartons/Boxes | Compacts | Cosmetics | Design Capabilities | Eco-friendly | Fragrances | Health and Beauty | Lipstick packages | Package Development | Printing | Printing/Decorating | Pumps | Sets/Kits | Skin Care/Sun Care | Stock Pkg | Tubes | Turnkey
      All the Winners in the 2019 NJPEC Package of the Year Awards

      All the Winners in the 2019 NJPEC Package of the Year Awards

      Take a look at the complete winners’ list -- featuring all the honorees at this year’s NJPEC Package of the Year gala celebration.
      Marie Redding, Senior Editor 11.26.19

    • Indie Beauty Expo London

      Indie Beauty Expo London

      Stand-outs at Indie Beauty Expo London included irreverent, sustainable, and entirely eclectic brands.
      Sara Jones, Partner & Client Services Director, Free the Birds 11.21.19


    •  CEW Honors Women’s Achievements in Beauty 2019

      CEW Honors Women’s Achievements in Beauty 2019

      The power of women’s voices was front and center at this year’s Achiever Awards, as CEW honored exceptional achievers in the beauty industry.
      Nancy Jeffries, Correspondent 10.28.19

    • Standout Brands to Check Out at Indie Beauty Expo London

      Standout Brands to Check Out at Indie Beauty Expo London

      Sustainable packaging, sea-based ingredients, Men’s solutions and more
      Jillian Wright, co-founder of the Indie Beauty Media Group 10.10.19

    • Bottles/Jars | Cartons/Boxes | Decorative Effects | Design Capabilities | Digital Printing | Printing/Decorating | Tubes
      4 Design Trends in Today’s Cosmetic Packaging

      4 Design Trends in Today’s Cosmetic Packaging

      How brands are using color and design to appeal to their target demographic.
      Pamela Webber, COO of 99designs 10.03.19


    •  Vegan Beauty—Is 90% Right 100% Wrong?

      Vegan Beauty—Is 90% Right 100% Wrong?

      Navigating blurred contours across the vegan beauty category
      Kirsty Cole , Head of Growth, Anthem Worldwide – Amsterdam 08.29.19

    • Google Insights into The Beauty Consumer Psyche

      Google Insights into The Beauty Consumer Psyche

      Research discloses the top shopping triggers.
      Nancy Jeffries, Correspondent 08.22.19

    • Personal Care | Skin Care/Sun Care
      Fem-Hygiene Trend Pushes Boundaries at Indie Beauty Expo NY

      Fem-Hygiene Trend Pushes Boundaries at Indie Beauty Expo NY

      Indie women-owned brands push the boundaries for female personal care.
      Jillian Wright, co-founder, Indie Beauty Expo 08.15.19

    • Sustainable Pkg/Practices
      Sustainable Packaging: The New Conversation

      Sustainable Packaging: The New Conversation

      Estee Lauder Companies' Allan Hafkin says the conversation is just beginning—and the future of the industry looks bright.
      Allan Hafkin, Vice President of Packaging Development at The Estée Lauder Companies 07.18.19

    • Pratt Institute Celebrates 30th Anniversary of Marc Rosen Scholarship

      Pratt Institute Celebrates 30th Anniversary of Marc Rosen Scholarship

      Honors Jane Lauder and Clinique
      Nancy Jeffries, Correspondent 06.24.19

    • Refill Station Can Solve Environmental Concerns

      Refill Station Can Solve Environmental Concerns

      The system can also be customized for your specific product and market.
      06.18.19

    Breaking News
    • WWP Wins Three NJPEC Awards
    • Cat-Themed Beauty Collection to Launch in Japan
    • Pantone Names Classic Blue the 2020 Color of the Year
    • Burst Launches Black Expanding Dental Floss
    • Glossier Enters Nordstrom for the Holidays
    View Breaking News >
    CURRENT ISSUE

    October/November 2019

    • ADF&PCD Wraps Up in New York
    • Turnkey, ‘Clean Beauty’ and Color Trends Spark Talk at MakeUp in NewYork
    • Cosmoprof NA Points to ‘Re-Focused’ Directions in Packaging
    • Low MOQs? No Problem
    • Sizing Up the Skincare Market
    • Top 20 Global Beauty Companies
    • View More >
    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    International Scientific Society Calls for Omega-3 Blood Testing in Future Research
    Pharmactive Affron Saffron May Help Relieve Depression Symptoms
    Warmer Temperatures Could Lead to Concerning Levels of Arsenic in Rice
    Coatings World

    Latest Breaking News From Coatings World

    Cristo Rey High School Educator Named 2019 Axalta All-Pro Teacher of the Year
    Michelman Makes United Way of Greater Cincinnati’s List of Top 25 Corporate Campaigns
    BCF: Coatings Industry Reports Record Improvement in Waste, Recycling, Accident Rates
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    FDA OKs Roche's Nasal Swab MRSA Test
    Philips & Paige to Deliver Clinical-Grade AI Applications to Pathology Labs
    Eye Test for Parkinson's Gains Breakthrough Designation
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Almac Awarded $1M BMGF Grant
    Vivera Pharma, Parexel Ink Clinical Services Agreement
    MedPharm Triples Capacity at RTP Site
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    WWP Wins Three NJPEC Awards
    Cat-Themed Beauty Collection to Launch in Japan
    Pantone Names Classic Blue the 2020 Color of the Year
    Happi

    Latest Breaking News From Happi

    Lip Lab Opening in Brooklyn
    Raining Rose Expands Exec Team
    Scott’s Sells Personal Care Production Site
    Ink World

    Latest Breaking News From Ink World

    ePac Flexible Packaging Expands into Asia Pacific Market
    Haney, HP Developing Sustainable Fashion Packaging for Heron Preston
    Addipel Moves to New HQ, Expands Production Facility
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    HP teams with Haney for sustainable packaging
    Tags & Labels Printing adds Heidelberg’s Versafire EP
    Austrian converter installs first Nilpeter press
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Thrace to Relocate U.S. Capacity
    FiltXPO Speaker Line-Up Announced
    Nölken Incorporates Sustainable Wipes Packaging
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Orthofix Appoints New Spine Business Leader
    Viant to Halt EtO Sterilization at Michigan Plant by End of Year
    Synaptive Medical's Modus V Expands Into Spine Market
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    IDTechEx Show! Announces Graphene Award Winner
    OE-A Continues to Bring Future of Printed Electronics to CES 2020
    Avancis, Smit Thermal, HZB, CNRS, Solliace Team for Higher Efficiencies in CIGS

    Copyright © 2019 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.